First Non-Profit Sponsor Buys Naming Rights To MLS New Stadium

In keeping with its innovative approach to nonprofit management, LIVESTRONG today announced that it has partnered with Kansas City-based Sporting Club to name its stadium and event complex “LIVESTRONG Sporting Park.

LIVESTRONG is the brand of the Lance Armstrong Foundation, created in 1997 by the cancer survivor and champion cyclist to serve people living with cancer and empower communities to take action. For the duration of the agreement, a portion of all stadium revenues, including ticket sales and concessions, will fund the foundation’s advocacy work. The partnership will also help launch the development of local cancer survivorship services for Kansas City residents.

“LIVESTRONG is honored to bring its mission to Kansas City through LIVESTRONG Sporting Park,” said Lance Armstrong, cancer survivor, champion cyclist and LIVESTRONG founder and chairman. “Professional sports provide a powerful vehicle to affect positive change in the world. LIVESTRONG’s partnership with Sporting Club gives us an innovative opportunity to advance the cancer fight in this region and we are eager to get started.

LIVESTRONG Sporting Park will seat 18,500 for soccer and 25,000 for concerts. The $200 million stadium will be one of the most technologically advanced stadiums in the United States and will focus on fan experience through WiFi Access, multiple themed club environments, an IP television network and a membership affinity platform. In addition, the stadium and accompanying event complex will also be 100 percent tobacco free.